Medill Name Change Inspires Mischief-Making

Me in my succinctly stated sweatshirt.

The journalism school where I studied at Northwestern University used to be known simply as the Medill School of Journalism. Often it has been referred to even more simply as "Medill."

With only a period after it. Or so my increasingly tattered sweatshirt declares.

That piece of punctuation proclaimed, "No further explanation needed. If you don't get it, then you're just out of it."

It has always struck me as a confident, borderline arrogant expression of self-edifying preeminence in the J-world.

Recently, however, the school's name changed to The Medill School of Journalism, Media, Integrated Marketing Communications.

There's a new "The" to start things off, a few commas to keep the flow going, 65 characters in all (almost halfway to maxing out a Tweet!) and nary an "and" in sight. It's a rather windy name that has stirred some hand-wringing among alumni.

As for me, I refuse to wring my hands. I've opted to head straight toward mischief-making. With the creative genius of my wife backing me up, I have created T-shirt designs that poke fun at the new, exceedingly elongated name.

You can try these ones on for size: "Medill Blah Blah Blah" and "The Medill School of A Really, Really, Really Long Name That Won't Fit On This Shi"

Check 'em out here on a Zazzle page we set up.

Truthfully, it's all in good fun. I hold the institution and its faculty, staff and students in high regard. Almost all of Inside Edge PR's associates over the years have been students or graduates of Medill.

And there's also this matter of my own career path, moving from journalism to "public relations and media services" in 2005. That transition serves as a microcosm of the shifting business landscape that is part of what prompted Medill's name change.

So I'd feel almost (but not quite) hypocritical if I railed against this new, somewhat clunky description of my esteemed Medill.

But c'mon, maestros of Medill (School of this, that & the other thing): you couldn't spare an ampersand?

Spreading the PR Wealth: Be Alert to Media's Need and Be Willing to Share the Spotlight

The laurels keep coming for J.C. Restoration, which last week learned that it had received the Blue Ribbon Small Business Award from the U.S. Chamber of Commerce.

In the last year, the Rolling Meadows-based company and its president, Warner Cruz, have won at least four significant industry, regional and even national awards, including Cruz's selection as Second Runner-Up for the Small Business Administration's National Small Business Person of the Year.

This time around, as much as it would be tempting to focus solely on J.C. Restoration's return to the spotlight, I counseled the company to touch on the fact that it's one part of a larger story: there were 75 Blue Ribbon recipients nationally, including five others from Illinois (four in and around Chicago).

The news release, posted here at Triblocal.com, takes that "team player" approach.

Instead of trying to hog all the attention, this tack seeks to serve not only my client's desire to raise awareness of its success, but also the media's need for a stronger story.

In the short term, does adopting this spread-the-wealth mentality result in reduced media prominence? It's possible, though there has been strong media response thus far.

And regardless of any immediate impact, or lack thereof, this bigger-picture sensibility pays off over the long haul via increased media trust and respect for future story pitches that you make.

A PR P.S.

J.C. Restoration and the other Blue Ribbon winners, by the way, are all in the running for the U.S. Chamber of Commerce's DREAM BIG Small Business of the Year Award and the Community Excellence Award. The latter honor flows from online voting through Friday, March 11.

You can check that out here.

News Release on Five Seasons' Manny Velasco Caps Small-World Story-Telling Connection

If you stay at something long enough, fun interweavings come about.

The first story that I ever got paid to write, nearly 27 years ago, appeared in the Marshfield (Mass.) Mariner. It was a feature on Chris Lapriore, a star tennis player from my high school. A two-time state champion, Chris was about to enroll at the University of Illinois.

A few years ago, as I was doing some PR on Hall of Fame tennis player Monica Seles' visit to Five Seasons Family Sports Club in Northbrook, I chatted with the club's head tennis pro, Manny Velasco. In the course of our conversation, I discovered that Manny (pictured below, with Monica) had played with Chris at Illinois.

So it was especially satisfying, and with more than a little feeling of nostalgia, that I wrote my most recent tennis piece last week: a news release on Manny's receiving Coach of the Year honors in the USTA's Chicago District.

Makes me wonder what stories I might be telling in the year 2038.

The Power of Getting it On Video: From Youth Hoops to Your Next Public Relations Campaign

Did I mention that my son is a budding basketball star?

Well, to put it more modestly, he tallied his first points in a competitive basketball game earlier this month. To be more precise, I could tell you how he gained control of an up-for-grabs pass (very common among 7- and 8-year-old hoopsters), positioned his body to protect it from a defender, set his feet, eyed the rim and then launched a 12-footer from his right hip.

The ball caromed off the backboard and swished perfectly through the hoop.

Yes, I could recite all of those details--and provide further embellishment. Or I could simply direct you to click on the video below (less than 30 seconds).



Which is more compelling? More apt to catch your attention and create a more lasting impression?

As much as I'd like to think that my writing is poetic and powerful, in certain instances, like this one, it's no match for video.

As I noted in the first Tips From the Inside Edge post nearly three years ago, video is a powerful public relations ally for a number of reasons. Here are three:

1. They tell the story directly to the world, without needing any intermediary's approval or being subject to any intermediary's mistakes of omission or commission.

2. They offer the media a more compelling story suggestion, and can tip them across that intangible line, from somewhat interested to very interested, which means all the difference between taking a pass on the story to passing along the story idea to the assignment producer or editor.

3. If the media pursue the story, it provides them with a resource to share with their audience, further expanding your reach via both traditional (media) and non-traditional (user-generated websites) means.

What To Do When Oprah (Or Anyone Else) Calls

More than 90 percent of my clients say Oprah's name when discussing their PR goals. Typically, the words "want" and "get on" are in close proximity to the wildly successful talk show host's name.

While Oprah's talk show is nearing the end, shows like hers are an enduring part of the media landscape.

Susan Harrow is a top publicist (http://www.prsecrets.com/) who provides a wealth of practical insight on how to get on shows like Oprah. Unlike some teleseminar speakers, who drone on about how you can attend a two-day conference for some sum of money to learn the real scoop on Subject XYZ, a classy, professional Harrow teleseminar that I tuned into a few years ago was loaded with practical insights.

One subject that she covered was what to do when you get the call from a producer showing interest in you as a potential guest. (It likely is not enough to have a great guest idea--you've got to show that you are well prepared as well!)

Here are some of my notes:

1. Before you speak to the producer, ask: "What angle are you thinking about here, and how do you see the show unfolding?" (You are asking for their needs.)

2. During the conversation (any conversation, but especially high-stakes ones), ask, “Am I on the right track, is this what you're looking for?” (Remember, it is not a monologue, but a dialogue).

3. At the end of the call, go for the close: "Do you think I'm the right guest for this show?"

4. If you are not a fit, ask, "How else can I help?" or "What are you looking for?" (Be a team player---it nurtures a relationship long-term.)

Reflections of 1991: A Valentine's Greeting to My Former Colleagues at The Courier-News

From the front page of the Feb. 15, 1991 edition of The Courier-News in Elgin, Ill.

This past Sunday was the 20th anniversary of my start with The Courier-News of Elgin, Ill.

When Mike Bailey hired a 22-year-old guy who had trouble navigating his way to the newsroom all the way from Chicago, it was for an eight-week period to fill in for a reporter on maternity leave.

As it turned out, the reporter decided to stay home with her baby, and Bailey decided that I could stick around longer.

It set into motion an eight-year period in my career that I appreciate more with each passing year.

Before moving on in March 1999, I had the good fortune of working alongside dedicated professionals, of having the chance to do wide-ranging, important work, and of learning a ton all along the way.

One of my first assignments, during Week 2 at the newspaper, was a feature story on Valentine's Day 1991 about 25 couples who chose that romantic day to get married at the Kane County Courthouse in Geneva. (You can click on the image above to read more.)

The last few years, I've kept the piece on my office wall, with the idea that it would be fascinating to catch up with a few of those couples today, see how they're doing--and whether they remain married.

A few weeks ago, I suggested such a follow-up to my former colleagues. No reply yet, and I understand if they don't have a chance to pursue it. Resources are so limited and personnel so stretched today in the newsroom.

Thanks largely to social media, many of us have stayed in touch. Two months ago, when the paper's office at 300 Lake St. closed after more than a half-century (though the paper continues on), we had a mini-reunion.

Being the PR guy now, I shot photos as well as videos that you can find on one of my YouTube channels.

So, if nothing else, I suppose this post is my Valentine's greeting to all of those who played such an instrumental part in my years at The Courier-News--the few who remain and the many who have gone on to other endeavors.

When Pitching the Media, Keep it Brief

Unless you've been on the receiving end of a story pitch, you likely don't appreciate the urgency of being succinct in those interactions.

Having been on the receiving end of such pitches for about 20 years, I can assure you that the goal ought NEVER be selling the reporter, editor or producer on a story--that's asking too much, too soon.

When I reach their voicemails (the usual scenario, as most don't pick up the phone), I leave a brief message with the gist of my call and a heads-up that I’m about to e-mail more detailed information.

Those e-mails all lead with the phrase “Following up from the voice mail I just left for you…”

When reaching an individual directly, my first goal is to pledge brevity. How I typically start: “Are you on deadline, or is this a good time to talk for 30 seconds?”

Such a courtesy signals that I know their world—and I am not about to waste their time. Saying “30 seconds” is intentional—when people trot out “Do you have a minute?” they usually don’t mean 60 seconds, but upwards of 10 minutes.

Now, if someone starts to engage you and you stay on the phone longer, that's great. But it has to be their call.

Your objective in calling is not to “close a sale” as they cheerily promise to crank out a story. Rather than closing anything, you want them to open up.

Warm ‘em up to the idea that the e-mail you're about to send is worth serious consideration, instead of the reflexive tap of the DELETE key.

Events Offer Three Bites at the Publicity Apple

Stories that are event-based--with a specific time and a specific place--offer three bites at the publicity apple.

If you're settling for anything less, then you need to work on growing your PR appetite. Not to get too technical, but I like to refer to these bites (or "phases") as:


1. Before. 2. During. 3. After.

Before: This is a preview that promotes the event, to encourage attendance by media and/or interested individuals. It also lays the groundwork for a follow-up.

Here is an example from this week's media outreach by Inside Edge PR, on behalf of DivorceIllinois and its Feb. 4 meeting in Oak Brook.

During: This is when you can secure coverage of the event itself, via the presence of one or more media representatives. Serving as an "In-House Journalist," Inside Edge PR often plays the role of pool reporter for those media outelts unable, or uninterested, in attending.

After: This is typically a news release, often accompanied by video and photographs, that highlights significant developments at the event. It represents an opportunity to break new ground, so should go beyond a re-hash of the preview with a mere revision of verb tenses.

All along the way, too, you should be buzzing things up on social media, through communication portals such as YouTube and Facebook.

Inside Edge PR's website has a bevy of other resources to help you secure media coverage, including "To Get the PR You Want, Focus First on The Media's Need.'

Bad News-to-Good News: Income-Tax Hike in Illinois Presents PR Opportunity for Businesses

Yesterday, the Illinois legislature approved an income-tax increase for individuals and corporations.

What do you suppose that has to do with life insurance salesmen, sports marketers, a wealth advisory consultant and restaurateurs?

At minimum, two things:

1. All are affected by it.

2. All can--and should--parlay our lawmakers' lazy and gutless (yeah, I'm steamed) decision into news that turns the spotlight on their business and their industry expertise.

An op-ed piece,a news release, a pitch about the impact of the change on their field--all are fair game as responses to the governmental money grab.

I mention those four business categories because over the past three days, I've met with prospective clients in each of them. To each, I've sung this same tune.

It's one way to turn the legislature's lemon into lemonade. There's no law (at least not yet) against parlaying really bad news into good profits that flow from raising an organization's profile in the media, social media and via any other platform.

Search Engine Optimiziation, that holy grail of online attention-getting, flows more abundantly when your content is current and relevant. In another word: news.

So what are you doing right now to ride the coattails of the state's income-tax grab and offer up actual newsworthy material to the media? The clock is ticking, and the media spotlight usually shines most brightly on those who make the first move.

Driving Home the Lesson of the Red Sports Car: Command Attention with Your Next "Top 10" List

Can you picture a sports car?

How about a red sports car?

With that little, colorful adjective, the image becomes much more vivid. It catches your attention in a way that a generalized statement did not.

It's the same with "Top 5" or "Top 10" lists, which were everywhere we turned as 2010 drew to a close (year-end reviews of this, that and every other thing). Compilations along those lines should be in decent abundance as 2011 gets rolling here, too, as we learn how to get smarter, thinner, wealthier, safer and savvier.

So if you're in the attention-getting business and are thinking about developing a "Top" list, remember the lesson of the red sports car. Be different, be flashy, be memorable--or risk winding up in someone's "Top 10 List of Hum-Drum Top 10 Lists."

Anyone can come up with a "Top 10 Weight Loss Tips." Be someone who goes the extra half-ounce, steps out on an edgy ledge and offers counsel on "10 Steps to Quit Being A Fat American."

My favorite recent "red sports car" example is from Dave Ramsey's financial e-newsletter: "11 Ways to Be Weird in 2011."

Resist Tunnel Vision About Your Value, Heed Market Feedback & Turn Failure into Success

In today's rapidly shifting strategic marketing and public relations landscape, being willing to change is only one part of the equation.

You've also got to be continually alert to those ways in which you must embrace change--or invite extinction.

That truth comes to mind as 2010 draws to a close and I reflect on what was happening in my professional life five years ago.

In the January 2006 issue of North Shore magazine, I bought an advertisement for Your Front Page. It was part of my big promotional push for a personalized writing service that until that point had been a fun sidelight to my journalism career.

I hoped the ad would trigger a deluge of business from folks in places like Winnetka, Northbrook and communities all throughout the Chicago area who wanted a distinctive way to commemmorate birthdays, wedding anniversaries and other celebrations.

Alas, the placement sparked a grand total of one phone call. And here's the kicker: it was from a salesperson hoping I'd buy an ad from his publication.


The "Your Front Page" ad
in North Shore magazine

I realize that with advertising, repetition is vital, so I don't in any way fault the magazine (which has recently been assimilated into the burgeoning Make It Better empire). Besides, I made other grassroots marketing efforts to get the service off the ground.

Despite my grand ambitions, Your Front Page has attracted a mere three clients in the past five years. And while enthusiastic responses to the pieces have been gratifying, it's obvious that on a commercial level, my blueprint of how I'd shift from journalism has been a resounding flop.

Fortunately, I wasn't hung up on the exact nature of my value to the marketplace. As a result, YFP's failure has opened the door to the success of what has become Inside Edge PR.

Like a quarterback who spots a coming blitz and calls an audible at the line of scrimmage, I have been open to market feedback and carved a niche as a Chicago-area publicist who uses a journalistic sensibility to help small- and medium-sized companies and organizations.

Over the next five years, where will it all lead? Will I continue along this path of helping mostly Chicago-area businesses connect with, and expand, their market?
Maybe--though I wouldn't bet on it coming via some orderly trajectory. New wrinkles continually emerge: over the past few years, for example, Inside Edge PR has jumped feet-first into the use of videos for PR as well as developing a strong social media presence for clients.

Through it all, one thing is for certain: nobody, least of all me, can afford to stay stuck in any preconceptions about how they can best serve the marketplace.

'It's A Wonderful Life' Flashback: My Chicago Trib Story on Karolyn Grimes, aka ZuZu Bailey

Karolyn Grimes, as a 6-year-old
ZuZu, in Jimmy Stewart's arms

A P.S. here to my post last week about Community Bank of Oak Park River Forest and It's A Wonderful Life.

Exactly four years ago, to the day, I had the privilege of writing a story for the Chicago Tribune about Karolyn Grimes, the actress who played ZuZu more than 60 years earlier.

At the time, I was charmed by the entire experience. How cute, I thought, as people young and old lined up for a chance to meet this woman who had played ZuZu so many years earlier.

A recent photo of Grimes

Of course, I had only seen bits and pieces of the movie at that point, so I didn't really get what all the fuss was about.

In fact, I passed up the opportunity to see the film on the big screen--I was too focused on getting in front of my computer and filing my story. How fortunate to have gotten another chance, this time with my family, earlier this month at the Lake Theater in Oak Park.

One last note: in my recent reading, I was pleased to see that Karolyn remains on the It's A Wonderful Life circuit, appearing again this past weekend at Hollywood Blvd. Cinema in Woodridge.

Rahm Emanuel Residency Brouhaha is Latest in Chicago Area's Storied `Silly Season' History

Rahm Emanuel, (occasional) Chicago resident

The residency flap over Chicago mayoral candidate Rahm Emanuel is just a variation on the "Silly Season" theme in Chicago-area politics.

Six years ago, one of the central characters in the Emanuel controversy, Burt Odelson, was in the midst of a scrum in Cicero that I covered for the Chicago Tribune.

Here is one of the all-too-many stories that I reported in the 2005 Cicero election cycle.

Intriguingly, Larry Dominick was the only person who was not knocked off the ballot in that Silly Season cycle for Cicero. He went on to topple, by a slim margin and to the shock of political observers, Ramiro Gonzalez in the election.

One thing I learned in covering all the technical tussling: the only ones guaranteed to be winners are the attorneys who rack up large hourly billings and, often, the losers are citizens who don't get legitimate challengers to elect since they are bullied off the ballot.

It's a Wonderful PR Opportunity: Oak Park Bank Wins Our Hearts, Then Business, With Screening

The triumphant scene from
 It's A Wonderful Life

Last Saturday, It's A Wonderful Life played at the Lake Theater in downtown Oak Park.

Sponsored by Community Bank of Oak Park River Forest, which is situated directly across the street from the elegant theater, it was a free screening.

It also made for brilliant PR.

Call us sentimental saps, but my wife, Bridgett, and I were deeply moved by the classic film. (We were also shocked to discover that it was the first time either one of us had seen it from start to finish.)

In recent months, we've been mulling the idea of moving our money from JP Morgan Chase (or "Chase" for short) to Community Bank. Our resolve would only increase when, every time we went in with a question, Chase personnel would use the opportunity to try to sell us products we don't need, rather than simply provide fast, attentive customer service.

Located just down the street from Community Bank, Chase is the latest in a series of titanic institutions occupying the northeast corner of Lake and Marion streets in the heart of Oak Park.

For the past 15 years, we had gone along for the ride, whether the sign on the door read First Chicago or Bank One or Chase. We tolerated little "mistakes" such as the time, just in the last year, when Bridgett noticed the bank had more than halved the interest rate on our savings account.

Oops!

Makes you wonder how many other accounts got shorted--and if miscues involving a too-high interest rate ever befall Chase.

Our decision to flee Chase has been made easier by Chase itself. Beyond the prior clumsy efforts to sell, rather than serve, us, an employee two weeks ago linked our debit card to a just-closed account. Three phone calls later, including one on a Sunday to a customer service rep, Bridgett cleaned up that mess.

All of which brings us to this past Saturday afternoon. Moments after we emerged from the Lake Theater, red-eyed from our tears that flowed throughout the movie, Bridgett deposited a check at Community Bank. It was on behalf of an association of which she is treasurer, and we chuckled about wanting to move, that very day, our personal funds there, too.

On Monday, on the heels of It's a Wonderful Life, we began the transition. The movie, including Community Bank's civic-minded role in its screening, has doubtlessly hastened our pace.

To be fair, I am sure that Chase has many wonderful, caring professionals. I wish the bank great success. But, at least in Oak Park, it has a ways to go in seizing opportunities to genuinely nurture relationships and engender trust.

Community Bank, on the other hand, seems to really get it. At a time when monolithic banks, and their greedy, tight-fisted ways, are high atop the list of citizens' Reasons to Get Angry, it's especially powerful to associate your company with a story whose central message teems with community, integrity and love.

Of course, you've got to be able to back it all up with action. The ball--and our money--is now in Community Bank's court.

Cross-Marketing Makes Good Business Sense; But Have You Alerted Prospects To the Details?

Have you created cross-marketing opportunities for your enterprise?

And if so, have you told your customers, and prospects, about this great way to drive traffic in both directions? If not, or if are limiting your exposure (such as telling only those who walk into your business), then you are severely, and needlessly, diminishing your marketing message.

Below you can see a brief video recounting what one Inside Edge PR client, Allstate of Oak Park, has done with a next-door business, the historic and regionally renowned Petersen's Ice Cream shop on Chicago Avenue.

Go Beyond `Testimonial Providers Anonymous': Put Names & Faces With Your Rave Reviews

Would you trust this man's testimonial?

Whether you're a widget salesmen or a world-class motivational speaker, testimonials are central to your persuasive story-telling endeavors.

Alas, some otherwise-credible individuals and organizations haven't taken the time to gather such testimonials (or "success stories" or "endorsements"--whatever term fits into your vocabulary).

Only slightly better are those instances when an organization handles the testimonials as an extension of the Federal Witness Protection Program.

If you're plotting a clandestine drug deal or attending a 12-Step Testimonial Providers Anonymous (TPA) meeting, referring to somebody only by their initials or as "Matt B.", if you are feeling a bit bolder, may make some sense.

(By the way, don't bother Googling that "TPA" organizatione. I just made it up--to make this point: in business, these cloak-and-dagger, veiled references come across as sketchy and needlessly secretive.)


Why reduce a raving fan into a camera-shy type?


And settling for TPA-style sources means barely skimming the surface of the potential good these third-party edifications could do for the person or organization you're seeking to promote.

What follows, then, is the Inside Edge PR checklist for collecting a testimonial:

1. Receive a signed media release form in which the individual agrees to have his/her story shared through various modes of communication at no compensation.

This first step should be no problem if people are genuinely fired up about the great service they've received. In my experience working on scores of testimonials across a variety of industries, collecting willing and eager testimonials has never posed a problem.

2. Do everything in your power to obtain or create testimonials in a variety of forms:

-A video of the individual sharing his or her story about the good that you and/or your product or service provided.

-At least one photograph of the testimonial provider.

-Additional photographs that would help tell the story (such as before-and-after images of someone who has lost weight or photos of a house that has received significant upgrades).

-A written narrative that tells the individual's story in a compelling, newsworthy manner.

And don't settle for a meager two-line quote--go for a rich, nuanced story that conveys a powerful story. Out of that story, you can excerpt a quote or two on an as-needed basis.

3. Armed with these key elements, re-purpose the content across many platforms and toward a variety of audiences that are in your target market.

For examples of testimonials, you can check out some videos on the Inside Edge PR video channel.

About three years ago, when Inside Edge PR took testimonials well beyond the Witness Protection Program level, it spurred on positive coverage in The Daily Southtown for Chicago Women's Health, an obstretrics/gynecology practice.

You can see that particular written testimonial on the Chicago Women's Health website, along with a few others.

Storymix Media Gives Nod to Inside Edge PR For Focus on Creating Video Testimonials For Clients

Inside Edge PR received a nice mention from Ariane Fisher of Storymix Media recently on the Chicago firm's blog.

You can see the ditty, which emphasizes the importance of video testimonials in helping attracting customers, at the My Photo Video blog.

Inside Edge PR is "at the forefront of establishing a video presence for the clients they represent," Fisher wrote. As I emphasize with all my clients, it's one thing to establish a video presence and it's quite another to develop it on a more sophisticated level.

That's where Storymix Media comes into play. The company takes raw footage and elevates the final product through its editing, graphical and other technological know-how.

This post wouldn't seem complete without a video testimonial, so below you can find one that Tricia Miller of Serenity Acupuncture graciously provided about a year ago. You can see more at the Inside Edge PR channel.

Inside Edge on Assignment With ULI Chicago: Emerging Trends in Real Estate for 2011

A black cat puts the hex on the Cubbies.

Will the Chicago Cubs ever win another World Series? Who was the genius who decided that there should be a “p” in “raspberry”? And just what are the emerging trends in real estate for 2011?

While I can’t answer the first two questions with any level of confidence, I can at least point you in one direction on the last of those queries.

For the third year in a row, I recently had the opportunity to write the summary of the Urban Land Institute’s Chicago District Council panel discussion on the upcoming year’s emerging trends.

There were a few hundred people in the Hyatt Regency Hotel ballroom, so odds are you weren’t able to be on hand. That’s OK, you can still read the Emerging Trends summary here.

Social Media Backlash is Natural: Steps You Can Take Without Having it Take Over Your Life

Anyone else notice an increased level of backlash against social media in general and Facebook specifically?

Yesterday, it was Garry Meier of WGN Radio, who wasn't so much as trashing it as he was questioning how and why it fits into our media-saturated lives.

This is all a natural (and recurring) response to anything that takes an increasingly prominent place (some might say "invades") in our lives. And it's especially prone to happen when we didn't really see it coming--it just sort of happened incrementally.

We've all heard (or are) the stories of people who scoffed at Facebook, checked it out once to see what the fuss was all about...and got hooked within minutes.

Whether you are born again in social media or a social media sourpuss, the below slideshow, which I first created in March 2009, may be a helpful reminder of the simple step-by-step process that you can take in this realm--without having it take over your life.

(Note: this presentation was geared toward an Oak Park, Ill. audience, so the "Pope" you see with the red ticket is David Pope, our village president. A little inside joke there.)

One last thing: it's still lawful to become a fan of Inside Edge PR.

`While You're Up' PR Like Ice Cream Clean-Up: How Can You Carve Up the Moment Some More?

Like old times: my dad carves up a half gallon of ice cream.

What do empty ice cream bowls and public relations have in common? In my experience, anyway, both revolve around what you might call a "While You're Up" philosophy.

First, a bit of family history will help set the scene. A fond, enduring memory of my dad was his penchant for corralling me or one of my siblings into bringing his empty bowl of ice cream (often coffee-flavored) from the living room into the kitchen.

This would come after he carved a half-gallon of ice cream with a big knife, into evenly distributed slices--a scene that we re-enacted, to my delight, in 2001 (see photo).

Starting in the 1980s, as one of us kids would rise to bring our own bowl to the dishwasher or sink, Dad would say, "While you're up, bring my bowl, too."

It was an eminently efficient directive. Other than the occasional backtracking of a few steps to retrieve his bowl, he really wasn't putting us to any extra work.

The same efficiency ought to come into play as you approach PR. What can you do to parlay what you've already done and create additional exposure?

An example from the past week: I wrote a biography on Better Homes and Gardens Real Estate Gloor Realty agent Monica Davidson Klinke. In short order, it was up on the BHG/Gloor Realty website.

So, "while it was up," to paraphrase Dad, it was then a simple matter of making some tweaks and turning it into a profile feature that is now posted on the Oak Park page of Triblocal.com.

Over time, Monica's bio at the BHG/Gloor Realty website will get plenty of visits. But in the short term, the Triblocal placement will do much more to heighten awareness of her, and the firm's, work.

I'd even be willing to bet a pint of ice cream on it.